Roaring 360° comms for the trident brand
The brand created by the Maserati brothers in 1914 is synonymous in the minds of its fan with Italian elegance, beautiful bodywork and powerful engines. For the launch of its new SUV model, the Levante, Maserati chose Emakina to use the power of digital to get closer to customers.
When designated as lead BeNeLux agency in 2016, Emakina was determined to build a robust 360° strategy to give users a consistent experience of the luxury brand. To be effective and deliver swift results, it had to be based on the firm foundation of user insights.
The strategy involved campaigns adapted to different touchpoints and audiences, revitalising communications that had previously relied on mass media.
To quickly understand the Maserati brand, Emakina carried out three specific analyses:
1) Social listening: audit of online activity on social media, blogs, wiki etc. to identify Maserati's current perception among users.
2) Insights studies: conducted with Maserati car owners and non-owners to better understand their needs, expectations, levers and barriers associated with the brand.
3) Interviews with dealers: to deepen understanding of the issues faced by the people in the closest contact with customers.
Maserati is one of the clients tapping into Emakina's full breadth and depth of skills; almost all the agency's teams have put their expertise at the service of this famous brand.
From direct marketing to search engine optimisation, from social media to motion, print, media booking, lead management and data analysis, our teams are right behind the client.
Thanks to creative campaigns made highly relevant to users, Emakina has put Maserati in pole position among trending brands. Through the optimisation of the Maserati search engine strategy, we significantly elevated lead generation, while lowering the cost per lead.
by Motor Show campaign
+16%followers on Facebook
with maintained engagement
200%increase of paid-for leads
with CPC lowered by 300%